In the purchase activity, it can be said that there is no difference in the purchase behavior between any two consumers. It is impossible to analyze consumers' buying behavior one by one, but only to make a general classification study.

according to the degree of selection of consumers' purchase targets, they can be divided into:

(1) fully-determined type

Before entering the store, such consumers have clear purchase targets, including product name, trademark, model, specification, style, color and even price range. After they enter the store, they can buy the goods without hesitation.

(2) Semi-deterministic

Before entering the store, these consumers have a general purchase goal, but the specific requirements are not clear. This kind of consumers, after entering the store, generally can't clearly put forward the requirements for the required products to the shop assistant. It takes a long time to compare and evaluate Cao Chun's purchase purpose.

(3) Uncertainty

This kind of consumers have no clear or firm purchase goal before entering the store. When entering the store, they generally look at the goods aimlessly, or casually know about the sales of some goods, and will buy the goods they are interested in.

according to the degree of customer participation, it can be divided into complex purchase behavior, balance-seeking purchase behavior, habitual purchase behavior and change-seeking purchase behavior.

American market scientists Howard and Sheth once regarded consumers' buying behavior as a problem-solving activity, which they thought could be divided into three types;

(1) Conventional reaction behavior

This is the simplest purchase behavior, which generally refers to the purchase behavior of goods with low value and frequent times. Buyers are already familiar with the characteristics of goods and various major brands, and have obvious preferences among brands, so the purchase decision is simple, such as buying a pack of cigarettes every day, buying a toothpaste every month and so on. However, due to the shortage of goods, the preferential conditions of the store, or the psychological influence of being fond of new and early adopters, sometimes the brand will be changed. But generally speaking, this kind of purchase behavior is like daily routine activities, and it doesn't take too much time and energy. Marketers' countermeasures in this case are to keep the quality and price as stable as possible in order to keep existing customers; At the same time, publicize the advantages of your own brand over other brands and try to attract customers from other brands.

(2) Limited problem solving

Consumers are familiar with a certain kind of goods, but not all brands. If they want to buy an unfamiliar brand, the purchase behavior is more complicated. For example, some people want to buy bicycles, but they are not familiar with a new brand, so they need to know more about the situation and solve the problems about this new brand before making a decision. In this regard, marketers should strengthen information transmission and enhance consumers' understanding and confidence in new brands through various promotional means.

(3) Solve the problem extensively

When consumers are faced with a product that they never know or are familiar with, their buying behavior is the most complicated. For example, consumers who buy microwave ovens for the first time know nothing about the brand, model, performance, etc., which requires a wide range of solutions to all problems related to this product. Marketers must understand how potential buyers collect information and evaluate products, and try their best to introduce various attributes of products, so that consumers can increase their understanding of products and make purchase decisions easily.